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elandas blog

Responding to Today's Drug Launch Challenges

More informed launch planning and execution, and an increased ability to assess and adapt go to market strategies in the early stages of a pharmaceutical product hitting the market can prove critical to its early success. 

The ability to nimbly assess and act can ultimately become a huge factor in determining whether a product reaches its full potential or fizzles instead.

Here we take a look at how your team can best position itself for the win when it comes to launch success.

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What $3K of wine taught me about pharma selling

What better way to celebrate a milestone birthday than a trip to San Francisco with my university friends and our husbands? I was full of anticipation to reconnect with old friends. What I didn’t anticipate was the great lesson on selling from an unlikely person - our tour guide, Tom, at Cliff Lede winery.
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Pre-Call Planning Med Reps Will Embrace

Medical sales reps shouldn’t have to spend inordinate amounts of time compiling information for effective pre-call planning. You didn’t hire them to be data  analysts. And, if  you give them the right sales enablement tools they need to efficiently do that part of the job, they will be able to better spend their work hours building relationships and becoming valuable partners with your key customers.

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How eGenerate Boosts Mobile Sales Enablement for Life Sciences

 Med Reps know that time with doctors is precious and more limited than ever these days. With that shift it’s also becoming increasingly crucial that marketing to physicians is approached with less direct selling and more team spirited partnering. Med reps need tools to help them deliver a better customer experience.

This means that sales needs to have immediate access to up-to-the-minute, personalized data, integrated from various sources to create the most relevant engagement possible. For optimal control, materials must be at their fingertips at every opportunity, on the right device – an iPad or tablet.

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Sales Enablement Tools May Be the Great Equalizer

Smaller players in the life sciences ecosystem face challenges that are unique to them when it comes to marketing and sales.

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Data Integration Can Drive Successful Marketing to Physicians

In the post Affordable Care Act world the healthcare universe is looking a bit like an alternate universe at the same time we are finding ourselves operating in today’s knowledge economy.

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Mobile Sales Enablement – Be Ready to Engage Anywhere

If you’re a marketer or sales professional in pharma, med device, or biotech you already know the market is morphing, and precious time with docs is the sand that keeps falling through the holes in the sifter you’re left holding. Your sales goals are not going anywhere though, and that means you are being forced to get creative about how and when you are meeting with HCPs. At times conferences may become the new office, and shorter office visits themselves demand that you are nimble and ready on the go with the right data and messages.

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Top Success Hacks for More Personalized Selling to HCPs

In Life Sciences possibly more than any other industry today, the demand for targeted informational selling is off the charts. Today, we find ourselves in a fast moving environment where complex and evolving regulatory and compliance requirements are positioned next to constantly changing insurance plan coverages. Added to the mix is Mergers & Acquisitions activity that is record high and changes the complexion of how Healthcare Providers (HCPs) do their jobs in the face of internal and external procedures and considerations that are moving targets.

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Beer vs. Healthcare Product Marketing: We’re Completely Different, or Are We?

Today, I’m CMO at elandas, the company that streamlines and accelerates the flow of actionable business data for marketing and sales teams in Pharma, Medical Device and other Life Sciences. But before I ever came to this fiercely competitive industry, I thrived as a marketer working with beverage brand rock stars including Moosehead Breweries, Labatt Canada, and Jim Beam.

Just the other day I was thinking about the obvious contrasts between these highly regulated industries, and it struck me that there are really many similarities between them and winning marketing strategies that apply to both. I decided it would be fun to have a chat with one of elandas’ top advisory board members, Daniel Waits, who is Worldwide Sr. Marketing Manager at BD to gain his insights too. Here’s a look at our conversation.

Hayley: Ok Daniel so in both industries we have multiple stakeholders, and that drives a need to develop individual strategies for different target audiences.

For example, in beer sales, you have bar & restaurant owners and managers, retailers, the government, and of course consumers. In the healthcare world, it gets even more complicated. There are payers, providers, patients, support caregivers, pharmacies, hospital administrators, health care systems, and governmental bodies and each group needs to be understood.

Daniel: That’s exactly right Hayley. In both industries there has to be a systems thinking approach. It’s important to map out those stakeholders and understand the interconnectivity among them. Bring all of the key people together to eliminate silos. Define the desired outcome that everyone wants and do it in one initiative with tactics that are tailored to each stakeholder group.

Hayley: Data is king in both worlds. To be effective in beer marketing, you have got to be able to predict how an initiative is going to affect sales so you can actually have the product available when it happens. Worst thing, and I’ve seen it happen is spending time and money on an awesome campaign and then demand skyrockets and you reap no benefit because you didn’t have the product available to meet the demand. Beer marketers must be able to predict how the market will respond—historical data on sales, competitive campaigns, how the weather affects sales, how elastic their brand is to price discounts, new market entrants, and sales rep input can all help to unlock the mystery.

Daniel: Yes, data is also king in Life Sciences and, strong segmentation helps you to understand whom you are targeting. Life Sciences marketers must have clear data that will assist in forecast assumptions to empower targeted marketing plans. Both industries need ways to analyze and layer data for better decision-making, forecasting and opportunity identification.

Hayley: Let’s talk about innovation. For any company to survive, they need to innovate. For a beer marketer, innovation is constant, a new look, a brand extension, new promotions, new events, new packaging, social campaigns, collector items… you name it. After all, beer is beer – and it’s how you position it and connect with your customers and consumers that will set you apart. Is marketing innovation as critical in Life Sciences?

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